Making Mobile WorkTaking Advantage of the Coming Era of Mobile Content... Making Mobile Work... Making Mobile WorkOPPORTUNITY 2: Go Global with Mobile... Making Mobile Work Mobile allow
Trang 1Making Mobile Work
Taking Advantage of the Coming
Era of Mobile Content
Trang 2Images of Mobile Past
Trang 3Images of Mobile Present
Trang 4Images of Mobile Future
Trang 5The Ghost of Technology Past
Q: Where have we heard these comments?
• “The print is too small to read.”
• “I like having the feel of a book to hold when I read
it.”
• “It won’t be easy to read at the beach.”
• “Its not a REAL book.”
• “It won’t last.”
• “The format is too tiny to hold comfortably.”
• “Who would want to read ‘War and Peace’ on it.”
Trang 6Ghosts of Technology Past
A: The Paperback Book when
it was first released.
Trang 7Ghosts of Technology Past
Reference: “A History of
Paperback Books”
http://paperbarn.www1.50meg s.com/Paperbacks/index.htm
Trang 8Ghosts of Technology Past
•The Original Small
Screen
Trang 9The Cell Phone Space
2.5 BILLION > 4 BILLION vs 1 BILLION
Trang 10The Cell Phone Space
•MAKE THE
GLOBAL LOCAL
•MAKE THE LOCAL
GLOBAL
Trang 11The Mobile Internet vs Regular Internet
•WAP!!!
Trang 12Making Mobile Work
Trang 13Making Mobile Work
•WHERE’S THE
MONEY???
Trang 14Regular vs Mobile Internet
Proprietary vs Generic Solutions
• Proprietary: Sony e-Book, Kindle Reader, Rocket
Book
–Idea is that you will get a more book
like reading experience
• Generic: Works on any device that is web enabled
–Idea is that you will be able to
access print content on any kind of web enabled device.
Trang 15Current Work on Mobile at ICC Macmillan
•SO IS THERE A
MARKET?
Trang 16Distribution Solution
•RULE 1: DON’T
FOCUS ON THE US.
Trang 17The Future of Mobile
•Mobile IS the Internet
in many developing
countries.
•m-learning
opportunities
Trang 18Making Mobile Work
•OPPORTUNITY 1:
DELIVERING
EDUCATIONAL
MATERIALS
Trang 19Making Mobile Work
•Introducing Jon
White from
Macmillan
Education
Trang 20Distribution Solution
RULE 2: AVOID EXCLUSIVITY
Trang 21Making Mobile Work
•Are you On Deck
or Off Deck?
Trang 22Making Mobile Work
OPPORTUNITY 2:
Go Global with Mobile
Trang 23Making Mobile Work
Trang 24The Cell Phone Space
•MAKE THE
GLOBAL LOCAL
•MAKE THE LOCAL
GLOBAL
Trang 25Making Mobile Work
Mobile allows you to Aggregate your
communities of
interest globally.
Trang 26Making Mobile Work
•OPPORTUNITY 3:
Customize your
content.
Trang 27The Cell Phone Space
3 Key Facts About Mobile
• Normal use: 7–10 minute involvement
period forcing publishers into new
ways of thinking about content
• Cell phone content is nearly impossible
to pirate, copy or share.
• Mobile also opens up new
Trang 28Making Mobile Work
•Slice, dice,
disaggregate, aggregate
Trang 29re-Some Quick Statistics
•RULE 3: TARGET
EVERYONE
Trang 30Some Quick Statistics
• 82% of all US/Western European consumers
now have access to the Mobile Internet on their Mobile devices.
• 32% use the Mobile Internet
• 18% more expect to use it more this year
• 41% of those without the Internet on their
Mobile device expect to have it on their next
device
• 10% have made purchases based on web Ads
• 13% who saw a web ad asked for more
Trang 31Some Quick Statistics
• 20% of Mobile users have paid for content on their
phones
• Highest Category is Tech News (24%) followed by
Travel/Lifestyle (21%) and Reference (20%)
• Smart Phone purchases grew by 192% worldwide
last year
• While the iPhone was a substantial component of
the, the Blackberry 8830 and Nokia e90 series also saw substantial growth.
• Nokia, Blackberry and Apple are 1,2,3 in Smart
Trang 32Making Mobile Work
OPPORTUNITY 4:
•Develop Your FMO
(For Mobile Only)
Content
Trang 33Making Mobile Work
•Introducing Doris
Booth from
Authorlink and
CelebWire
Trang 34Making Mobile Work
•CelebWire on
Mobile
Trang 35Making Mobile Work
•RULE 4: EXPECT
CHANGE
Trang 36The Mobile Future
•The iPhone has
dramatically
increased consumer awareness of mobile capabilities.
Trang 37The Mobile Future
•Consumers have
shown their clear
preference for all” devices rather
“do-it-than stand alones.
Trang 38Making Mobile Work
• Other devices will also be launching
Trang 39The Mobile Future
• Opening up the Airwaves
–700 MHZ Spectrum –Recent Verizon Decision –Google’s Android
Software.
Trang 40The Future of Content
• When asked at a recent conference
where he saw Google’s biggest
future growth prospects, Sergey
Brin co-founder answered:
Trang 41The Future of Content
• “Mobile, Mobile, Mobile.”
Trang 42The Mobile Future
• Microsoft is also
making major moves in this area so is Nokia.
Trang 43The Mobile Future
•Rule 5: Think
outside the book
um, box.
Trang 44The Mobile Future
Trang 45The Mobile Future
OPPORTUNITY 5:
NEW MEANS OF MONETIZING
YOUR CONTENT
Trang 46The Mobile Future
•Pay per view
•Subscriptions
•RSS Feeds
•Bundled Media
Trang 47The Mobile Future
• New Creative Opportunities:
–Multiple version stories
and poems
–Shimmer text with color –Textual animation
Trang 48The Mobile Future
–Multi-lingual overlays (e.g
Sefer Yetzirah) with color graphics and sound tracks
–Mash-ups (Maps, Phone
Access, video, sound)
–Serials
Trang 49The Mobile Future
•Introducing Adeena
Karasick ‘the World’s First Mobile Poet’
Trang 50The Mobile Future
Trang 51The Mobile Future
That’s SOOO
Cliché!!!
Trang 52Turn Your Cell Phones ON
• To check out MPS Mobile on your cell
phone now do the following:
– IN BROWSER: go to
globalreader.wap.com or reader.com
wap.global-– Text 22646 with GlobalReader as the
message and a link will be sent to your phone.
• Outside USA text to +447786203222
Trang 53Recent Advertisement in PW
Trang 54Recent Advertisement in PW Daily
Trang 551466 NW Naito Parkway, Suite 200, Portland, Oregon 97209 Phone 503-221-9911, Fax 503-221-0956 contact: Bob Kasher
bob@iccorp.com
Portland, New Delhi, Bangalore, and Chennai